Hotel image design is mainly achieved through Corporate Identity System (CIS). CIS consists of Mind Identity System (MI), Behaviour Identity System (BIS) and Visual Identity System (VIS). The core of CIS is MI, which is the highest decision-making layer of CIS. Laid the theoretical foundation and code of conduct for the whole system, and expressed through BI and VI. The core of Confucian culture is benevolence and propriety, emphasizing "people-oriented" and paying attention to humanistic care. Exploring the application of Confucian culture in hotel image design is beneficial to the hotel to improve its own image and improve customer satisfaction.

Caili Duan. Research on the Design of Hotel Image Based on Confucian Culture. Academic Journal of Humanities & Social Sciences (2021) Vol. 4, Issue 10: 11-14. https://doi.org/10.25236/AJHSS.2021.041003.

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